The Benefits of Frequent Advertising
| Published: 31st August 2008 11:25 |
You've had a great advert designed.
You've gone to the effort of ensuring that your product or service is meeting the needs of your customers.
. . . So why isn't your advertising having the effect that you'd hoped for?
In truth, very few businesses give their adverts enough exposure.
The average consumer is exposed to hundreds of adverts every day - whether visually, such as on the TV, internet, billboards or newspapers and magazines, or aurally, such as in radio advertising. As such, consumers develop an air of indifference.
To overcome this, your advert not only needs to look better than the rest, it requires frequent repetition in order to make an impact.
Back in 1885, British advertising executive Thomas Smith noted that:
1. The first time a man looks an advertisement, he does not see it
2. The second time, he does not notice it
3. The third time, he is conscious of its existence
4. The fourth time, he faintly remembers having seen it before
5. The fifth time, he reads it
6. The sixth time, he turns up his nose at it
7. The seventh time, he reads it through and says, "Oh brother!"
8. The eight time, he says, "Here's that confounded thing again!"
9. The ninth time, he wonders if it amounts to anything
10. The tenth time, he asks his neighbour if he has tried it
11. The eleventh time, he wonders how the advertiser makes it pay
12. The twelfth time, he thinks it must be a good thing
13. The thirteenth time, he thinks perhaps it might be worth something
14. The fourteenth time, he remembers wanting such a thing a long time
15. The fifteenth time, he is tantalized because he cannot afford to buy it
16. The sixteenth time, he thinks he will buy it later
17. The seventeenth time, he makes a memorandum to buy it
18. The eighteenth time, he swears at his poverty
19. The nineteenth time, he counts his money carefully
20. The twentieth time he sees the ad, he buys what it is offering
His observations hold some truth today. The most successful advertising campaigns are those that run over a period of time and that are well-designed with targeted content.
It is important to give your adverts time to run. Studies have discovered that most advertisers become bored with their advertising theme at the same point at which consumers are just becoming aware of it!
Local online directories are an easy, cost-effective way to promote your product or service. The repetition means that you will be front of mind when a consumer requires your product or service.
What do you think?
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